A advertisement is successful when a good response is got from the advt. that has been published. This post shows an example of two advts. written for the same job. One succeeds and the other fails. Find out why. http://www.poynter.org/column.asp?id=84&aid=127568
It's the classic case of the "us us us" ad. There's no shortage of the "We here at Who Gives a Crap Industries" leads to ads, web pages, etc.
I think todays crowd is looking for more straight forward to-the-face advertisements than the customary ones that beat around the bush. The last thing we all need is to get dragged. The First kind of advertisement will always be a winner over the latter one because it more direct and hits the nail on head. Gets the Message across the the readers.
If you look regularly at job sites like Monster.com it's a bit of a novelty to find jobs ads where everything is spelt correctly. Or everything is spelt correctly but completely the wrong word is used - like one I saw recently asking for someone to 'complete tasks in a timorous manner' I assume they meant 'timely' rather than that they were hoping for an employee who wouldn't say boo to a goose.